Why Corporate Internet Strategy Consulting?
Adopting Standards (Marketing Resource Management)
Many organization lack a cohesive, corporate-wide Internet strategy that involves standardized Web development tools, methods, asset management, domain management, content management, analytics, ROI metrics or even a general procedure to follow for the creation, modification and updating of online media. Standardization in these areas, provided some wise decisions are made, can reap great benefits. Tools and methods utilized by one workgroup can be understood, improved, and refined by that group and then later implemented for another workgroup. This avoids reinventing the wheel each time a new site or digital initiative is undertaken. However, the desire to have a plan is not meant to prohibit or inhibit exploratory projects with new technologies. Creativity should be part of the plan. Flexibility and rapid change are inherent in the Internet, and any good plan or strategy should factor in well-documented experimentation.
The Permanent Campaign - Marketing on the Internet IS NOT an afterthought
The Internet should be the central portion of virtually every marketing campaign or product development cycle. That does not necessarily have to translate into the largest budget expenditure. However, virtually all roads and all media expenditures eventually lead to finding a product’s or brand’s presence on the Internet. Consequently, Internet strategy should move upstream into product development, product naming, and product research. Years before a product or service comes to market, Internet activity and research should be being performed. These programmed activities would take the form of generic sites, keyword research, keyword seeding, Internet trend analytics, micro site seeding, and community seeding. This is the type of strategic planning that should be recognized and implemented corporate-wide and work in tandem with each product or service being developed. Establishing these Internet touch points well before a product comes to market is part of a comprehensive corporate Internet strategy.
Customer Relationship Management & Monitoring – Conversation Marketing
Your organization’s brands, products and services are being discussed publicly every day in a searchable archive called “the Internet”. A corporate Internet strategy will acknowledge this fact and devote the resources and policies necessary to monitor, manage, join, influence, and listen to its customers and adapt to their expressed concerns. In addition, and similarly, your competitor’s brands, products, and services are being discussed publicly every day in a searchable archive called “the Internet”.
How We Provide Our Services…
1) We become familiar with our clients’ products, services, people and Internet vendors.
2) We become familiar with our clients’ current products and services and how they are represented online by the client, and we install and/or analyze available analytics.
3) We do some benchmarking and investigate how our clients’ products and services are represented online by third parties, and we analyze available analytics.
4) We examine the procedures and tools that are being used to create our clients’ online presence.
5) We examine our clients’ product development, marketing plan development and any other areas that might have touch points to a comprehensive Internet strategy.
Last, we take the information gathered in items 1-5 and combine that with our knowledge of web development, content management, Internet marketing, domain management and marketing resource management. Armed with this knowledge and expertise, we develop a plan that our clients can implement to better utilize the Internet. We present this plan along with the opportunity to educate our clients’ personnel in key areas of the Internet so that they can become more efficient in their use of the Internet and their interaction with vendors and customers.
